The acquisition of Fort James by Georgia-Pacific Corp., completed last month, has sparked a media-consolidation review for the paper-products marketer's estimated $75 million media buying business.
Fort James incumbent The Media Edge and Zenith Media, both in New York, will contend for the account. Zenith was not a G-P agency, but is participat ing in the review through its growing relation ship with G-P buying incumbent Fallon in New York. (Zenith and Fallon jointly pitched and won the United Airlines business last week.)
Fallon remains on the roster as creative agency for G-P's brands. DDB in New York is the creative shop for Fort James products.
"At the moment, we are keeping creative separate," said Sheila Weid man, vp/corporate marketing for the client. "As we work through our brand strategy, we will decide how to move forward."
Weidman noted that the media search was prompted only by the acquisition. "Both [G-P and Fort James] are very happy with the performance of the media partners we have," she said. "We want to get the review done in time for the upfront, so we kept it very simple," she added.
The two contenders will make presentations next month, with a decision expected in early March.
Atlanta-based G-P's $7 billion-plus acquisition of Fort James in Deerfield, Ill., was first announced in the summer of 2000 and created the largest paper-products marketer in the nation. Fort James brands include Dixie paper cups and plates and Brawny paper towels. G-P brands include Angel Soft bathroom tissue.